Amazon posts four-fold jump in jewellery sales this Diwali

The 22-karat gold category contributes 20% to total sales of precious jewellery and is the fastest-growing sub-category within the jewellery segment.Varun Jain | ET Bureau | November 11, 2015, 08:32 IST

The California Board of Equalization reported last week it took in $96.4 million in September-commerce.Amazon India has seen a four-fold expansion in the sales of precious jewellery since the category was introduced on its platform last year, a top executive said.

Compared with Diwali last year, precious jewellery sales have increased almost five times in terms of units sold and six times in terms of operations this festival season, said Mayank Shivam, category leader at Amazon Fashion in India.

“Most of the sales occurred for gold coins and 22-karat hallmarked gold jewellery,” he said.

The 22-karat gold category contributes 20% to Amazon’s total sales of precious jewellery and is the fastest-growing sub-category within the jewellery segment.

“We have witnessed over 280% increase in 22-karat gold sales in October over the previous month,” he said. Shivam, however, didn’t disclose the value or quantity of jewellery sold on the platform.